Revenue at risk
Revenue at risk is the second tab of Insights. Where the Situation room tells you how much is at risk, this tab tells you who: every customer who hasn't paid, is about to cancel, or has a renewal or a card that needs a look, most urgent first. It's the list to work through with your team.
Everything here comes from your billing data as it is now, whether or not it's unusual for you. The time at the top says when it was last refreshed.
The overview
On the left, At risk now and Likely to leave, as on the Situation room. On the right, one row per kind of risk, each with its total and a bar that splits it up:
| Kind | What it is |
|---|---|
| Unpaid | Customers whose latest invoice failed and hasn't been paid, split by how long: up to 7 days, 8 to 30 days and over 30 days, each with how often invoices that late were never paid in your account. |
| Cancelling | Cancellations already scheduled for the next 30 days, split into this week, next week and later this month. |
| Renewals at risk | Annual renewals in the next 30 days where the customer had a failed payment in the last year, or their card expires before the renewal. The amount is what there is to collect. |
| Discounts ending | Customers whose discounts end in the coming months, and the MRR it adds, by month. Upside, not risk. |
| Cards expiring | Customers whose card runs out before their next charge. |
| Unpaid for over a year | Customers who have been unpaid for over a year and still count in your MRR. |
Only Unpaid and Cancelling count toward At risk now. The others are shown for what they are: money to collect, upside, or a warning that comes before a failed payment.
Click a row to see the customers behind it in the list below. Open in CMRR and Fix in Settings take you to where you can act on the rest.
Renewals at risk
An annual renewal is a lot of money on one day: twelve months of the customer's subscription in one invoice. Most are paid without anyone noticing. The ones flagged here have a reason to worry: a payment that failed in the last year, or a card on file that expires before the renewal date. A friendly reminder to update the card before the invoice goes out is much easier than chasing a failed annual payment afterwards.
Cards expiring
GrowPanel reads the expiry date of the card each customer pays with from your billing system, and flags the cards that run out before the customer's next charge. A card works until the end of its expiry month.
Not every expiring card fails. Card networks and payment providers often update cards automatically, which is why these aren't counted as revenue at risk. But the ones that aren't updated become failed payments on the day of the charge, so a reminder now saves a dunning cycle later.
Card dates are available for Stripe and Recurly. When your account was connected before card dates were read, they fill in as customers are updated.
Unpaid for over a year
A customer who hasn't paid for a year isn't really revenue at risk, it's revenue you no longer have. If your settings keep past-due customers until they're cancelled in your billing system, these customers still count in your MRR, and in every report built on it.
Fix in Settings opens the auto-churn setting, where you can choose when past-due customers count as churned. Or cancel them in your billing system.
The customers
Pick a list above the table: At risk (unpaid and cancelling together), Unpaid, Cancelling, Renewals at risk or Cards expiring. Each customer has one row:
- Customer: the name, plan, country and how long they've been a customer. Click it to open the customer.
- Why: what's going on (Unpaid 38 days, Cancels Oct 14, Renews Oct 22, Card expires Sep 2026), and a line of context: the reason they gave for cancelling, the amount to collect, or what usually helps now.
- MRR.
- Outlook: how it usually goes for customers like this in your account (see below). The renewals list shows the amount to collect instead.
- Mark contacted.
Most urgent first weighs each customer's MRR by how likely it is to be lost, so a big customer two weeks late comes before a small one who is two days late. Click a column heading to sort by it instead. The list shows 25 customers at a time; Show all shows the rest. Download CSV saves the list you're looking at.
The outlook
A customer either pays or doesn't, so the list doesn't show a percentage per customer. It says how it usually goes in your account for an invoice this late, worked out from your own failed payments over the last year:
- Usually paid in the end: still early. Automatic retries and card updates usually sort it out.
- Could go either way: the moment a personal email does the most.
- Usually lost: past the point where most invoices are paid. Worth a call if the customer matters to you.
- Scheduled to cancel: the cancellation is already in your billing system.
The line under it says what that's based on, such as "45% of invoices this late were never paid".
Mark contacted
When you've reached out to a customer, press Mark contacted, so the rest of your team knows someone is on it. It shows who's been contacted and when ("Contacted Oct 2"). Press it again to undo.
A mark belongs to the episode it was made in. If a customer you contacted pays and later misses another payment, they show up as not contacted again, because it's a new conversation.
Currency
Amounts are shown in your account's base currency, converted at the same rates as your reports.
